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Honda McGregor came up with proper 12. Boom, it was a $600 million deal.

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The rock had Tehran Manatequilla, which is now worth like $4 billion,

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Kylie made the front of Forbes as a billionaire and she was 20. Mr. Beast,

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he will be a sense of billionaire. Right now the entire economy has shifted.

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The last century was a century about power and when I say power I mean like energy.

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The wealthiest individuals of the last century were built on oil. The biggest

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companies were all energy companies. Fast forward today,

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four out of the top five biggest companies in the world are not built on the old oil,

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but the new oil and the oil of today is attention. Rise and teens on TikToks,

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the thing that is being pumped and drilled every day is the attention of the masses.

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You have 24 hours a day that your ears are open. You have 24 hours a day that your eyes are open

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and so the idea is how can we capture as many of those hours from as many people as possible

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and the war for our minds. For me the stuff is all about like helping people connect.

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The total amount of attention that exists is every human's eyes and ears collectively 24 hours a day.

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That is the pie and they're fighting for it. People who are creating the platforms that other

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companies can come and drill, they're basically the digital landscape. They envelope the world,

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they're literally buying up the real estate of the collective attention that exists.

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The oil tycoons had to go and buy a state, negotiate,

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haggle with the farmer to get his things. The new world today, they don't need to haggle with

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anyone. They just take it. Scariest resources are the things that are the most valuable.

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And so oil was the scariest resource and now attention is the scariest resource and so that's why

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attention is the new oil. A friend of mine, Ryan Fisher, just showed me a clip on his phone,

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a podcast that I did with him. This is when I wasn't really actually I didn't do any

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podcasts. I wasn't doing any speaking stuff. Like all I was doing was building gemaltry

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prestige labs. I was like, screw content, just run ads. I don't want to be known. I want to be

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rich and unknown. It's funny because he was like, and now you're not doing that. I was very against it.

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And then what happened? Kylie made the front of Forbes as a billionaire and she was 20. And at the

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time I was 27 and I think I had taken home 17 million in income the year before. I was on pace

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to do like 13 to 15 that next year in terms of take home. And I thought like I was hot shit.

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And then this girl is 70 years younger than me. Fucking crushes me in net worth. And I was like,

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wow. And so it was just this huge belief shift for me where I was like, what am I doing wrong?

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My ego felt hurt. So I started protecting myself. And I was like, oh no,

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Chris Jenner's from mom. She's an absolute gangster. She was born into this royalty. It's not

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that she did it. It was someone else and blah, blah, blah. Ego protected. I feel okay now.

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And then put a beauty sold a percentage of her thing for 600 million at the time. It's worth

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over a billion today. Honourable Gregor came up with proper 12 and 12 months later. Boom. It was

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a $600 million deal. Robber 12. And then the rock had Tehramonatequila, which is now worth

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like four billion. It's kept seeing this again and again and again to the point where I was like,

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I believe something that's not true. And so I talk about how skills, beliefs, character traits

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are the three things that hold back entrepreneurs. And this one for me was something that I believed

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about the world. And I was functioning as though, and it was not. I always try and find those things

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because they construct our reality. And we make our decisions based on the things that we believe

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to be true. And so I basically was walking through reality that was not real. I then read a book

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mind of Al Roboco, which is his Almanac. I was just really good, really quick read. And you

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talked about the four types of leverage in the book. Leverages, the difference in what you put in

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and what you get out, the people who make the most money are the ones who have the most leverage

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because everybody has the same amount of time. It's just who gets the most back for their time.

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And compounding is that now that you've made that trade with your leverage, is it going to compound

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unto itself and get you even more back because compounding is a form of leverage. And you've got

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a laborer. You get other people to do stuff for you, which means you get more of your time back

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and you get output above that. You've got capital. So people give you money. You invest the money

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that other people give you and you get leverage by extension. The last two levels are code. So you

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got software and media. So if you think about this, you make a piece of code and then 10 million

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people can use it. That's leverage. You put one time investment. You get infinite on the other side.

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With media, it's the same way. If I take how much time it takes me to make this video,

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one person, a million people, a hundred million people can see this video, which is what gives

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it leverage. And when I saw that, that was what made everything click for me as to why these people

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were giving these crazy, crazy numbers when they had, like I had her Kylie had a team of seven

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and she was doing 200 million a year. I was like, team of seven. And it was because she had a

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compounding leverage vehicle built within her business. And that was when I looked at my own

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businesses at the time and realized I had nothing that compounded, nothing. I almost became dissatisfied

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with the business that I had because I realized that whatever I wanted to do next, I wanted to have

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a compounding vehicle, something that multiplies unto itself over and over again. So Warren Buffett could

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build, Berkshire Hathaway, because the money itself compounds and compounds and compounds,

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and on a long enough time horizon, when you keep rolling the snowball, after you do that for 40,

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50 years, you have a big fucking snowball. You have to unlock one of those four types of leverage.

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And so when I looked at that pyramid, I was like, well, I understand the leverage of labor. So I've

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got that. I'm now in a position where I have capital that I can deploy. Now I don't have other

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people's capital because that's not what I want to do with my life right now. But when I looked at

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software and media, I was like, given my skills, et cetera, I could be better at the media side

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than I could at the code side. But I still wasn't there yet. I looked at these people that are

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ultra-famous and I was like, huh? Well, I'd still rather be anonymous because they've got all these

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stalkers and weirdos. Hey, good morning, Kanye. When you get exposed to 10 million people,

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if you figure 1% of people are crazy, you got 100,000 weirdos. Anyways, I go to have dinner with

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front of mine, Dean Grasiosi, who's, he gets weirdos that come to his house and all that stuff.

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And I was like, how do you deal with this? I was like, why do you think this, like, how is this

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worth it? He sat me down and he was like, dude, if a couple weird letters, you know, every day,

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every week is the price I have to pay for the impact I want to have. He's like, I pay that price

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any day of the week and twice on Sunday. And there was just like this pause when he said it,

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between when he said it and we looked at me and I just felt like it hit me because I was like,

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God, I'm being such a pansy. I want to make real business education available to everyone.

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If I say that that's what I actually want to do, then I need to match my actions to that.

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Otherwise, they're just empty words. I hate doing something that I don't get credit for later.

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And so the idea of making a short that is going to you float today and then disappear into the

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ether tomorrow, right, or make a post on Instagram that's going to be gone in a week, like no one's

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ever going to see it again. To me, taking the scarce resources of my time and then having

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advantage, I couldn't make that work for me. It was a huge belief that I realized the content

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is not the output is the input. The output is the audience. And the audience is what compounds.

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The audience is what sticks. You're gathering the scarce resource and the audience is the thing

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that pumps attention over and over again. You've got Mr. Beast. I think he opened up a restaurant

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in a local area and then 10,000 people show up at a local restaurant. I don't think people

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realize that he's 24 and media compounds. I will make a prediction that he will be a sense of

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billionaire, not just a billionaire, but a sense of billionaire. And so becoming a master of media

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is a huge way of creating leverage because if Kylie can just point or Mr. Beast can just point

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and then you have 100 million people who buy anything, you have a billion dollar post company.

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But once that shifted in me, I'd stop seeing it as a waste because I thought if I got one more

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person who's going to see this short or see this long or see this post or see this tweet or see

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this whatever, that was the point. The reason Puda, the rock, Conor McGregor, Kylie were able to

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translate their attention into money, one, they spent a long time building it and amassing that

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attention because they knew that the moment they did decide to monetize it, it was right there.

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Think about how long the rock has been building the brand of the rock before he signed his deal

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with Under Armour, before he made Termana, before he made Zoa, 20 years he'd been building this brand.

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People piss and moan about the fact that, you know, they posted content for four weeks and they're

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not famous yet. One is they waited a really, really, really long time and they didn't ask, they just

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they gave, they give to their particular audience. The longer you can wait, the bigger they ask can

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be at the end. The longer the runway, the bigger the plane that can take off from it. The next thing

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is that the thing they chose to monetize from was on brand. This is something that their audience

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already dug. The rock signing the deal with Under Armour makes complete sense because fitness is

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a core part of his brand. Like all of that is something that Under Armour wanted to tap into to

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associate their brand with. The biggest brands that exist come from the endorsements of celebrities.

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We can't be Kim Kardashian. A girl can't be Kim. So Kim is the ultimate status. Then Dolce

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and Gabbana signs Kim and says where are shit? People then see the status that Kim has and

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associate it with Dolce and Gabbana. And then little lady who's got money and doesn't have status

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trades her money for the bag that she can associate with Kim to get the status. That's the game.

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Let's look at LeBron and Nike. They wanted to sign him because they figure he is going to be iconic.

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He is iconic, right? And they wanted to associate Nike victory with somebody who's victorious.

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Because the brand can't be victorious in and of itself. It's not a person. And so they got to find

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the people who embody the spirit and the values of their brand. They make the endorsement. People

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make the association in their mind. And then they buy the brand to get the association of the

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thing they could never do but always aspire to. The people who are the most famous. Do you look

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at Rogan, right? He's got UFC. He's also a really amazing comedian and loves the comedy community.

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Fitness and biohacking and supplements and all and like brain stuff. He loves all that stuff.

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Aliens and UFOs. And these are all totally different. But the more dimensions that someone can go

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deep on, the more they'll get an audience from comedy and then they'll cross-ponate them with

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fighting. It's this total pollination which ultimately compounds the audience even faster.

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And so these mega stars go deep on many things and capture bigger and bigger audiences that

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compound on themselves. And they wait because they stay loyal to their brand and then they

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appeal to a segment of their audience or they try to cut across the one that appeals to the

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most of them. It took me way too long to realize that the game had changed fundamentally if the

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Rockefellers were built on oil. The new generation of people are going to be built on attention.

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Media will only become more expensive over time. Advertising becomes more expensive.

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Content creation becomes more expensive. They've become increasingly fragmented so it costs more

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to do it across different platforms. The audience becomes more valuable. The cost of getting the audience

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becomes more valuable which means the best time to start is now.